Facebook Ads Not Spending: Causes and Solutions

After Facebook ads are launched, the budget consumption remains unchanged. What is the reason? What are the solutions? Check and solve them in time to help improve advertising effects and conversions!

Ⅰ. Possible reasons for no spending on Facebook ads

1. Bidding too low

Similar to Instagram ad bidding factors, which also belong to Meta, Facebook ad competition factors are also these three points: Advertiser bid, Ad quality, and Estimated action rate. Bidding too low will lead to insufficient advertising competitiveness, low probability of successful bidding, and difficulty in placing ads on the platform, resulting in unused advertising budget.

2. The quality is too low

Ads that are judged as low quality by the platform cannot be delivered normally. Generally, there are several reasons:

Poor landing page performance: The ad landing page has a high bounce rate and short page dwell time.

The video or image resolution is too low: No creatives that meet the delivery standards are used.

Hiding key information: Not displaying complete content, or guiding or requiring users to interact with the ad, including liking, commenting, and forwarding.

· Images with non-existent functions appear: For example, inserting a play button image into a picture ad that cannot play a video to induce clicks.

3. Too much negative feedback

The platform will evaluate the advertisement based on user feedback on the advertisement and give a customer feedback score. If the score drops to the range of 1 to 2 points, the advertisement delivery and coverage will be restricted; if the score drops below 1 point, the advertisement cannot be delivered and the advertising account may be disabled. The following situations are considered negative feedback:

Hide ads for users/Hide all ads for users

Users post negative comments about the ad

Users directly report ads

4. The audience is too small

Too narrow an audience does not mean precise audience targeting. Too small an audience can easily lead to repeated display of ads to the same users, which can annoy them. If ad groups are delivered, the system will select ad groups with better ad performance history, causing other ad groups to perform worse.

5. Advertising account review

The platform will monitor and review advertising accounts. Some reviews will not have fixed time and frequency, but if an advertising account is detected to be abnormal or suspicious, it will inevitably enter the review process. If the advertising account is under review, the ads may not be delivered normally.

Ⅱ. Prevention and solutions

1. Use automatic bidding

Bidding too low will result in low advertising competition, and bidding too high will result in a waste of advertising costs. If you cannot accurately grasp the bid in the early stage, you can use automatic bidding to assist in decision-making.

2. Improve page loading speed

As mentioned above, in addition to the advertisement itself, the platform will also assist in evaluating the quality of the advertisement based on the user's interactive information. Improving the page loading speed of the ad landing page and optimizing the user experience will help reduce the bounce rate and increase the page dwell time.

3. Optimize and manage positioning

Use the Audience Overlap tool in Facebook Ads Manager to analyze and compare audience overlap. Focus on potential user groups that have similarities to your current target audience and use more advanced options for targeting.

4. Maintain account weight and stability

Improve the reputation and weight of the advertising account, avoid frequent repeated operations, avoid frequent changes in account IP and devices, especially when holding multiple accounts, do not let all these accounts use the same IP. Otherwise, the platform will easily determine it as abnormal behavior, leading to review or even restriction process. Use IPFoxy exclusive pure proxy to provide independent IP and network environment for the account, reduce the risk of association, and improve the reputation, security and stability of each advertising account.

Ⅲ. Final Thoughts

Abnormal Facebook advertising budget consumption involves many factors. Timely investigation, supplemented by reliable online tools, can often effectively solve the problem.